The Lakes Distillery has teamed up with Dufry-owned World Duty Free (WDF) in a ‘summer garden party’ activation at Birmingham Airport.
The eight-week campaign, which runs until 2 July, highlights The Lakes’ whiskies and gins and features tastings and special offers.
The Lakes Distillery was established in 2011 and its products are stocked in 50 WDF stores and all WDF World of Whisky shops across the UK. The distillery’s spirits include Rhubarb & Rosehip Gin Liqueur, Elderflower Gin Liqueur, The Lakes Gin, The Lakes Explorer Gin and Steel Bonnets, a blend of English and Scotch malt whisky.
The Lakes Distillery Director of Business Development and UK Sales Maria Duddin said: “We have a fantastic partnership with WDF and this is the first of many exciting activations that will be happening across the UK this year.
“Birmingham Airport is a global travel hub, with more than 200 direct and connecting flights, so it is the perfect pitch to meet and speak to our customers and celebrate the season with our World Duty Free summer garden party.”
World Duty Free Country Commercial Category Manager Kathryn Kindness commented: “It’s fantastic to see The Lakes Distillery bringing their brand to life within our stores with themed campaigns and activations such as this one, which is sure to engage customer interest and help drive sales.”
As reported, The Lakes Distillery aims to increase its travel retail footprint through its extended distribution agreement with WDF.
